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February 2013 Data Released on 03.15.2013Domestic Table Wines Up 5% in February, 6% in 12 MonthsOff-premise sales of domestic table wines in February continued their long-term growth trend, hitting 5% growth in value for the month vs. a year ago, and measuring 6% up for the past 12 months. In February 2012 the 12-month growth rate was 8%, so growth has decelerated gradually over the past year. By contrast, imported table wines were flat for the month and the past 12 months at the major food and drug stores where the Symphony IRI Group measures sales.
Off-Premise Sales » Month 12 Months February 2012 $380 million 5% $4,795 million 6% February 2013 $400 million $5,081 million
Two Months of Retail Growth to Start the Year
February was the second growth month of the year for domestic wine sales, even as the pace slackened to 5%. Washington and Oregon wines grew at 6%. Domestic table wines rose in price by 30 cents compared to February 2012.
The Top 30 Momentum Table Wine Brands include some familiar names such as Cupcake, Barefoot and Rex Goliath. New entrants include Joel Gott, Edna Valley Vineyards, Entwine and Simply Naked. To create the Momentum Brands list the Symphony IRI Group (SIG) started with the top 250 brands by volume in from their total U.S. multi-outlet results for 52 weeks ending Jan. 6, 2013, and created a power ranking by the following measures:
- Volume sales
- Volume sales actual changes vs. year ago
- Volume sales % change vs. year ago
- Quality merchandising incremental collars (feature and/or display)
- Dollar sales actual change vs. year ago
- Dollar sales % change vs. year ago
- Unit sales actual change vs. year ago
- Unit sales % change vs. year ago
- Average price per 750 ml % change vs. year ago
- Velocity in dollars
- Velocity % change vs. year ago in dollars
SIG ranked brands for each measure (low to high) and awarded points based on 2012 sales performance. For example, the brand with the highest volume sales received 1 point and the brand with the lowest volume sales received 250 points. This methodology was consistent for each measure used. Points received across each measure were added for a sum total by brand resulting in the final point total. Brands were ranked in ascending order of “total points” to determine the final 2012 Top 30 Table Wine Momentum Brands.
Brands with eye-catching names, and some with themes aimed at women consumers dominated the Top 20 New Brands of 2012 as picked by the Symphony IRI Group from off-premise sales data. The top four brands were launched by wine companies other than the big three – E. & J. Gallo, The Wine Group and Constellation Brands. Skinnygirl by Beam Global ranked No. 1 and led No. 2 Be wines from Treasury Wine Estates by more than $1.5 million cases.